Luxury Travel, Lifestyle and Marketing Trends

Remember when “metrosexual” was news, defined as” an urban heterosexual male given to enhancing his personal appearance by fastidious grooming, beauty treatments, and fashionable clothes”? That was in the early 2000’s . In a little over a decade businesses are finally starting to go all out with products and services to meet the interest and need. And men are more comfortable showing their “metrosexual” side. There are major implications here for new products and marketing, and some savvy retailers – but not as yet the travel and hotel business – are getting on the bandwagon.

Let’s speak first about the settings for the delivery of these goods and services. Traditionally you’ve had men’s social, athletic and university clubs, but they’re about socializing and possibly networking, though some have accommodations that are pretty basic. Little or nothing in retail, grooming or heaven forbid pampering services. Enter opportunity.

This fall in New York Italian fashion designer Domenico Vacca is opening a 12 story luxury lifestyle destination that New York Racked called “a Carnival for the one percent”. Not only will it have a flagship retail store for men and women, but a barber shop, gym, long stay residences, Italian café, and a social club/lounge you can belong to for $20K a year. Though there are facilities for women too, the pitch as seen in the images and décor is very much directed to men. I heard there’s another strictly men’s luxury destination on the way from a publisher no less. Stay tuned.

All too often men’s pampering and fashion offerings are done as an afterthought, not getting “equal time” or thought out as those for women. It takes a mindset – to look at everything directed to women buyers and travelers and say what’s the outtake for men. For instance, two years ago we launched a handbag bar at our all inclusive client Casa Velas in Puerto Vallarta. Designer handbags are offered on loan to guests for the evening. It was a big hit, and we decided to expand it this year and are offering a “Murse” – men’s purse, MontBlanc no less (it’s a luxury resort). A small thing, but it makes a statement.

So many luxury hotels and cruise ships have spas with beauty salons but how many have barber shops or pitch men’s grooming? And spa treatments for men can be found on menus, but they almost seem like lip service. Or how about men’s getaways? Aren’t there more creative possibilities than golf and boating?